Instagram Connections

Agency: Johannes Leonardo


Instagram Connections - celebrates Gen Z and the real connections and friendships built on Instagram through small, everyday acts of creative expression. Taken from real Gen Z insights, and interviews with creators and real teens, the campaign gives an authentic look at this deeply nuanced generation and shows that real connection isn’t something that simply happens - it’s something you make.

"The next generation is leading a shift in the way people use Instagram today - we want to celebrate that,” said Eshan Ponnadurai, Vice President, Brand Marketing at Meta. “Instagram is a place to strengthen relationships with your close friends and build connections with new ones. From photo dumps, to reacting to stories, replying to notes, and sending memes in DMs — we’ve seen that all of these small acts of creativity can lead to big friendships. As the brand continues to evolve, we remain committed to providing a safe space for the next generation to express themselves and connect on Instagram.”

Directed by Vincent Haycock, Instagram Connections is shot in a raw, docu-style approach that captures Gen Z in their true elements. The music for these long form pieces “Small Fries” and “Send Off” is composed and produced by Dev Hynes AKA Blood Orange (@devhynes). Dev’s multidisciplinary approach brings a dynamic and layered sensibility to these cinematic shorts.

The campaign was shot in Austin, Texas in real homes of Gen Z’ers, lending to unfiltered emotions, a sense of realism and genuine authenticity.

This professional campaign titled 'Instagram Connections' was published in United States in August, 2023. It was created for the brand: Instagram, by ad agency: Johannes Leonardo. This Integrated medium campaign is related to the Electronics, Technology industry and contains 2 media assets. It was submitted 7 months ago.


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